Acxiom(R) Corporation and Generation5 Simplify Consumer Intelligence, Bring Greater Value to Consumer Packaged Goods Industry

    Combination Gives CPG Companies User-Friendly Interface, Advanced
    Consumer Intelligence

    LITTLE ROCK, AR, Sept. 10 /CNW/ - A new offering by Acxiom Corporation
and Generation5, Inc., helps consumer packaged goods manufacturers and
retailers target their most profitable customers with relevant product
offerings, messaging and promotions on a store-by-store basis.
    Both companies announced today the availability of a user-friendly,
consumer intelligence solution that exceeds current industry offerings by:

    -   Delivering easy access to the best household-level data and analytics
        (to the client's desktop via the Web);
    -   Setting the industry standard for up-to-date data - updated monthly
        versus the industry norm of quarterly;
    -   Employing dynamic segmentation through Acxiom PersonicX(R), a
        household-level segmentation system that moves customers among
        segments as their lifestyles or life stages change (marriage, new
        child, graduation, retirement, etc.);
    -   Offering precision targeting at the household level of the most
        profitable and highest potential customers on a store-by-store basis.

    "We understand that clients want the best data in the business at the
household level, and they want it at their fingertips," said Matt Germain,
Client Executive, Acxiom CPG Practice. "Acxiom and Gen5 simplify the delivery
and analysis of consumer data by providing expanded capabilities and better,
more actionable and up-to-date data."
    The announcement comes as a result of an agreement between Acxiom
Corporation, a global leader in customer information management and
technology, and Generation5, which provides the most detailed and accurate
consumer intelligence in North America.
    The joint effort combines Acxiom's world-class consumer data with
Generation5's prediction technology and ConsumerFocus software - creating an
easy-to-use, effective tool for marketing decisions and targeting.
    "In the consumer packaged goods and retail arenas, it's all about the
"rights" - having products in the right store, in the right place, at the
right time and at the right price based on customer propensities," said
Germain. "The alliance between Generation5 and Acxiom takes geo-demographic
targeting to new heights and aligns with our strategic vision of enabling
precise, predictive, simplified and cost-effective life stage marketing."
    "CPG companies need effective direct marketing," said Tim Leys, Vice
President of Strategic Alliances for Generation5. "Their challenge is how to
apply complex analytics to vast databases. With this solution Generation5 and
Acxiom will provide manufacturers and retailers an easy and dynamic way to
discover market potential for specific stores based on consumer preferences
and buying behavior in the respective store areas. And thanks to Acxiom's
wealth of data, they'll be able to drive that down to a household level."

    About Acxiom Corporation

    Acxiom Corporation (Nasdaq:   ACXM; integrates data,
services and technology to create and deliver customer and information
management solutions for many of the largest, most respected companies in the
world. The core components of Acxiom's innovative solutions are Customer Data
Integration (CDI) technology, data, database services, IT outsourcing, risk
mitigation, consulting and analytics, and privacy leadership. Founded in 1969,
Acxiom is headquartered in Little Rock, Arkansas, with locations throughout
the United States and Europe, and in Australia, China and Canada. For more
information, visit

    About Generation 5, Inc.

    Generation5(C) provides the most precise consumer intelligence in North
America, helping marketers achieve more effective targeted marketing and brand
management. Generation5 makes it easy for marketers to turn insight into
action by producing accurate predictions of consumer behavior for every
household, postal code and ZIP+4. As a result, they are able to directly
target customers through direct mail and trade promotion, driving dramatically
higher response rates and sales. Generation5 customers include leading brands
like Citibank, TJX, Kraft and Rogers. For more information, visit

    Acxiom is a registered trademark of Acxiom Corporation.

For further information:

For further information: John Buten, Generation5, Inc., (416) 441-6800
x276,; Jeff Dailey, Acxiom Corporation, (501)
252-6562,, GACXM

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